Jim Stengel | Former P&G CMO |A Top Marketer Riffs on What It Takes to be a Successful CMO

A CMO Confidential interview with Jim Stengel, the former CMO of P&G, author, podcast host, professor, and CEO of the Jim Stengel Company. Jim discusses how marketing has evolved from "awareness" to "entertainment and attention," the need for constant innovation and creativity, and why your purpose should be directed at making consumer's day-to-day lives better. Key topics include why CMO is 90% Chief and 10% Marketing, team measurement and compensation, and the big differences between the purpose of the brand and cause marketing. Listen in to hear how the idea of sampling the entire population of a country went wrong.

Evolution of Marketing: From focusing solely on "awareness," the shift has been towards capturing "entertainment and attention" in today's marketing landscape.

Importance of Innovation and Creativity: Stengel emphasizes the continual need for innovation and creative approaches in marketing strategies to stay relevant and engaging in a competitive market.

Consumer-Centric Purpose: The discussion centers on the significance of aligning a brand's purpose with improving consumers' day-to-day lives, highlighting the value of addressing genuine needs and desires.

Role of a CMO: Stengel suggests that being a Chief Marketing Officer (CMO) is 90% about leadership and broader management rather than just marketing tactics.

Team Measurement and Compensation: Insights are provided into the methods for evaluating team performance and compensation structures within the marketing domain.

Brand Purpose vs. Cause Marketing: Stengel differentiates between the purpose of a brand and cause marketing, highlighting their distinct roles and how they contribute to the overall brand strategy.

Sampling Strategy Misstep: Stengel shares a scenario where the idea of sampling the entire population of a country had unexpected consequences or did not yield the intended results.

The interview delves into these topics, offering perspectives from Stengel's extensive experience as a former CMO of P&G, author, podcast host, professor, and CEO of the Jim Stengel Company.Join former P&G Global Marketing Officer Jim Stengel as he shares invaluable CMO leadership insights from his remarkable 25-year career managing an $8 billion marketing budget. In this candid conversation with host Mike Linton, Stengel reveals the essential skills modern marketing leaders need to succeed, from fostering creativity to driving purposeful innovation.

Discover how successful CMOs navigate the evolving marketing landscape, with practical wisdom on balancing brand building with performance marketing, leveraging partnerships, and embracing emerging technologies like AI. Stengel, now a respected consultant, author, and professor at UCLA and Northwestern, provides a unique perspective on marketing leadership drawn from both corporate and academic experience.

Learn why curiosity is the most crucial trait for marketing leaders, how to effectively manage vendor relationships, and why taking care of yourself is non-negotiable in high-pressure CMO roles. Whether you're an aspiring marketing leader or seasoned CMO, this episode delivers actionable insights on building successful marketing careers and driving business growth through purpose-driven leadership.

From mastering the "90% chief, 10% marketing" mindset to understanding the true meaning of brand purpose, Stengel shares the leadership principles that have guided global brands to success. Don't miss this masterclass in marketing leadership from one of the industry's most respected voices.

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CHAPTERS:

00:00 - Welcome

01:14 - Current Trends in Marketing

06:11 - Understanding Purpose in Marketing

11:40 - Effective Marketing Strategies for Non-CPG

17:49 - Innovating in Marketing

21:25 - Critique of Business Schools

25:54 - Future of Media and Agency Business

28:29 - Final Thoughts: Advice and Anecdotes

33:02 - Outro

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